Ideas are Worthless

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Collaborating with multiple companies, and facing people daily, seems to always bring the topic of entrepreneurship on the table.

You see, everybody has a dream. From the barber in my neighbourhood, to the chartered accountant in PWC, and the management consultant in McKinsey.

It is quite evident that most of the people don’t want a boss. Most of the people don’t want to work 8 hours. Everybody wants a bigger salary.

Furthermore, people want to be their own bosses. People want to make their own money.

It is quite striking however, what emphasis people really give on ‘the idea’.

My conclusion after countless discussions, is that people severely underestimate the effort it takes to make something work after the ideation process.

‘If I only had an idea’. ‘Before a couple of years I had a website idea to upload videos and now its YouTube’.

Nonsense.

Having an idea has 0 relation with the actual business. You see, after actualising your long planned perfect idea, the business plan, the strategy and your marketing plan, it’s exactly where the story begins, since 0 sales will hit you like a car crash.

1 month, 2 months, 3 months. What happened to that perfectly looking business plan?

Sounds like planning is an estimated guess.

Which comes to my ultimate conclusion

Ideas are forged through the perseverance shown by those few winners.

And most of the times, the initial idea has no relationship with the actual end product.

You may start from a design consulting, and end up as a marketing automation platform (sounds like MailChimp). You may start as a book store, and end-up like the biggest shop worldwide (sounds like Amazon).

I can even recall a recent discussion with Djiraj Mukherjee, co-founder of Shazam, where they founded Shazam, long before mobile phones existed. And you know what happened next.

Eric Ries is right. You’ve got to start with a minimum viable product. You’ve got to learn what the consumer really wants.

That’s how you keep low costs while you maximise profit.

Ryan Holiday is right, the Obstacle is the way. It’s not what you think, and it’s not what you want, it’s what the market wants. The market doesn’t care about you or your ego.

And after you get those right, going from 0 to 1 requires perseverance, acquired through trial and error through years of struggle.

Ideas are worthless, but don’t let that stop you.

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